Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever
DOI:
https://doi.org/10.30962/ec.1323Keywords:
Esporte. Gênero. Ideologia. Publicidade.Abstract
This paper seeks to answer the following questions: how women athletes from Ultimate Fighting Championship (UFC) are symbolically constructed by advertising campaigns? To what extent and how these constructions are interwoven with relations of gender domination in a sport traditionally considered masculine? Taking these questions as a starting point, we analysed and interpreted the ideological and contestatory potential of the meanings mobilized by the advertising campaign #PerfectNever, acted by the ex UFC champion Ronda Rousey. Therefore, we adopted the methodology of depth hermeneutics, developed by Thompson. Among other things, we concluded that, from the point of view of gender relations, the campaign is potentially subversive and, from the point of view of class relations, it is potentially ideological.Downloads
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